| Budget Amount *help |
¥4,810,000 (Direct Cost: ¥3,700,000、Indirect Cost: ¥1,110,000)
Fiscal Year 2015: ¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000)
Fiscal Year 2014: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2013: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
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| Outline of Final Research Achievements |
In this research, we aimed to investigate consumers’ consciousness of purchasing when environmental protection targets differ. In order to conduct choice experiment, we assume virtual environmentally friendly rice targeted for “Toki” and “migratory birds”. As a result, we revealed that consumers believe that they can pay for ecosystem / biodiversity conservation. These consumers’ MWTP for “Toki” is 1090.3 yen and for “migratory birds” is 750.2 yen. It was suggested that the intention to pay will change if the conservation target is different. However, these MWTP value is lower than the MWTP values of other attributes. So, these results means that conservation value is secondary value of rice.
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